Global Advanced Research Journal of Management and Business Studies (ISSN: 2315-5086) Vol. 4(4) pp. 168-175, April, 2015
Available online http://garj.org/garjmbs/index.htm
Copyright © 2015 Global Advanced Research Journals
Full Length Research Paper
Customer Satisfaction and Trusting in obtaining
online banking services
Irfan Ullah khan1* Dr.Nadeem Ehsan2, Kashif Ahmad3, Waqas Anwar4
1
Shaheed Zulfiqar Ali Bhutto Institutes of Science and Technology H-8/4, Islamabad, Pakistan.
2
Center for Advanced Studies in Engineering. 19, Ataturk Avenue, Islamabad, Pakistan
3
Shaheed Zulfiqar Ali Bhutto Institutes of Science and Technology H-8/4, Islamabad,Pakistan.
4
University of Engineering, Peshawar.
Corresponding author Email: [email protected]
Accepted 18 April 2015
In recent years, the banking industry, along with many corporal industries, is undergoing faster
transformations. Banks are at the front position in Internet and technology-adoption processes. In today’s
world, customers expect superior quality services from banks which if contented, could end up in improved
customer satisfaction levels. This quantitative, one-shot research study mainly focuses on investigating the
key factors that influence online customers’ satisfaction. Customer satisfaction in case of online banking is
seen in terms of bank website quality and the overall bank quality. Bank website quality is judged by
variables such as interactivity and customization, perceived security risk and the bank quality is seen by
responsiveness and brand image. This study also helps in assessing the rules of these factors in the online
banking that would help the bank management not only in improving the satisfaction level and trust but
also strengthening the connection between banks and their clients, resulting in expanding their overall
customer base.
Keywords: Online Banking, Customer Satisfaction, Trust, Interactivity, Customization, Perceived Security Risk,
Responsiveness, Brand Image.
INTRODUCTION
The international scenarios of convergence of the world,
from Global Village to the modern day Global Theatre,
the technological advancements are the essential factor
to connect the world at one-click distance. Every other
futuristic development in the world of technology is to
speed up the process of ‘communication’. By all means
the various industries and organizations communicate
with their customers utilizing the fastest means possible
on the globe; the competitive advantage of swift contact.
This means of communication is established by the
revolutionary word, the Internet. Almost every other
organization is now completely dependent on it, and is
becoming the only means of communication as
forecasted by the 2020 Global Vision. In recent years,
along with many corporal industries, the banking industry
is undergoing faster transformations. Banks are at the
front position in Internet and technology-adoption
processes. Through this connection, the term Onlinebanking comes forward. Online-banking refers to the
automated delivery of banking products/services to
khan et al., 169
clients through electronic communication channel
Internet. This method is also referred E-banking or PC
banking on regular basis as well.
Several Pakistani banks look at the innovative ways,
such as Online-banking, to make a customer's banking
practice more convenient, efficient, and effective. It is
becoming even more important to determine the
customers’ insight of the overall service quality and their
satisfaction in online banking. Measuring customer
satisfaction can provide banks useful information about
customer loyalty and trust (Ankit, 2011).Website plays a
key role in internet banking providing information related
to present and potential customers (Jayawardhena &
Foley, 2000).
It is firmly suggested that the satisfaction level plays a
key factor in gaining customer trust in online banking. For
this reason, this study aims to provide a justification of
the factors that create customer contentment and trust in
online banking (Yeh & Li, 2009).
LITERATURE REVIEW
Information technology has made possible better tracking
and accomplishment of commitments, several delivery
channels for online customers and quicker resolution of
issues (Ankit, 2011). In the present day, customers
expect superior quality services from banks which, if
fulfilled, could result in better customer satisfaction. The
physical partition between bank and customer and
customer and monetary consultant and the clear
insecurity on internet create challenges to internet
banking (Warrington, Abgrab, & Caldwell, 2000). The
lack of physical attendance between the bank employees
and client in e-banking create a exclusive surroundings in
which trust is of main significance. Moreover, it is stated
that customer trust as a vital challenge for future in online
banking. When service providers have trust from users,
users are in general satisfied with their service.
Alternatively, with little trust, user’s dont show high
satisfaction in the provided service. High satisfaction in ebanking can make repeated use of e-banking services,
creating bank profits. On the other hand, low satisfaction
levels can even cause banks to lose clients (Aladwani,
2001).Online banking provides the benefit of suitable
financial transactions for the clientele. Through internet
banking clientele can carry out financial dealings at
anytime, anyplace and on the go. Still, this benefit is
important only when clients begin to trust e-banking
(Chung & Kwon, 2009).
The previous research studies have shown that there
are several factors influencing the consumer attitude
towards online banking – demography, motivation and
behavior towards different banking technologies being
prime indicators – and every individual’s acceptance for
moving towards new technology. It shows that prior
experience of computer and new technology can also
affect the consumer attitude towards the online-banking
(Laforet and Li, 2005). It has also previously recognized
‘Trust’ as a issue in e-banking (Hsu & Lu, 2005). Further
studies have examined various topics, like the impact of
satisfaction on loyalty (Lin & Wang, 2006).
It is previously concluded that the general public
hesitate to adopt the online banking options because of
the security, trust and privacy factors involved. These are
the barriers identified in previous studies against the
effective online-banking satisfaction experience. The
research focuses on the factors to entertain the research
questions and to fulfill the research purposes.
Interactivity
Interactivity is the amount to which users can take part in
modifying the layout and content of a mediated
environment in real time (Steuer, 1992) . Definitions of
interactivity can be sort out on the basis of the main focus
of the authors on features, procedure, insight, or
combined approaches (McMillan & Hwang, 2002).
Interactivity is termed as the degree to which a person
perceives the controls over the interface process, his or
her communication equivalent (a person, environment, or
a computer-mediated environment) personalizes and
responds to his communicative activities (Wu G. M.,
2000).
Interactivity of the site relates to the optimization of
hypermedia characteristics by providing custom-built
solutions and enabling bank to give tailored solutions. It is
more realistic to provide interactive loan calculations,
exchange rate converters, mortgage calculations which
can bring benefits to both customers as well as bank in
many ways like customers can judge themselves for their
loan commitments, these can attract non-customers as
well as bank can position itself as central point of
electronic commerce (Shariq Shahzad, 2006).
The use of technology in business, interactivity
influences
the
customer
perception
regarding
satisfaction. Businesses that add interactivity provides
opportunities for growth and market enhancement (Liang
& Wei, 2004). According to Mr. Lee (2005) interactivity
plays a significant foundation of trust in the online
technology. He recommends that the main characteristics
of interactivity are everywhere connectivity and the
continuation of activities irrespective of time and location
(Lee T. M., 2005).
Quality factor interactivity is approved as a resource to
create satisfaction in transactions; e-business people
should provide an interactive setting for customers,
particularly first time users (Yeh & Li, 2009). Online
banking providers can make the method of using ebanking more reachable by enhancing website
interactivity and creating exclusive online experiences
(Loonam & Loughlin, 2008).
170 Glo. Adv. Res. J. Manage. Bus. Stud.
Interactivity
Customization
Security Risk
Customer’s satisfaction
with the bank
Customer’s trust in online
banking
Responsiveness
Brand Image
Figure 1. Theoretical Framework
Customization
Customization is a tailoring skill improved by users
situation (Lee & Benbasat, 2003). Previous studies define
customization as creation of a website more receptive to
the exclusive and individual needs of each client (Cingil,
Dogac, & Azgin, 2000). Further study explains
customization in a website that can mechanically make
changes to an entity (Mulvenna, Anand, & Büchner,
2000). Customization is more approachable to customers
as well as more modified to person (Mobasher, Cooley,
& Srivastava, 2000).
Customization in business applications provides
opportunities for the development of the business and
influence customer satisfaction in online technology.
(Liang & Wei, 2004). Customization lessens the
information load by sorting out needless information,
improving the visual display and providing potential for
personalization (Lee & Benbasat, 2003).
The researchers suggest that customization can
improve the interface and usability which further increase
the satisfaction level (Venkatesh, Ramesh, & Massey,
2003). Web site value refers to the satisfaction
performance procedure. The significant advantage of
online technologies is that website can be modified to the
user’s requirements, which is a tough task; due to lack of
individual contact (Rust and Kannan, 2002). Online
businesses ought to make every effort to tailor services
according to individual wishes, that is based on past
purchases and information given by clientele (Srinivasan,
Anderson, & Ponnavolu, 2002).
According to researchers today, a customized website
builds more trust, satisfaction, and loyalty. Online
customers are more satisfied with websites that are
customized to their particular preferences. Localization or
customization is the adapting according to desired lookand-feel (Cyr, Kindra, & Dash, 2008).
Mr. Simon argues that one single global website not
appears practical as various customers are present with
different backgrounds; more preferable strategy is to
build a website that is consumer specific (Simon, 2001). It
is generally received as a fact that in the business,
customization is a vital part for workable e-business
websites. It is indicated that customization considerably
bring higher assurance and tendency to stay with website
than those without customization (Fung, 2008).
Customization in website is considered important in
business and web design fields. Business scholars
believe customization as one of the necessary
determinants of online business giving a feeling of old
rural community, where seller knows clients ,interacts
with each and bring changes according to each customer
requirements, creating a bond (Lounsbury 2000; Schoder
and Madeja 2004).
E-commerce practitioners have pushed pitching into
customization. For example, now websites welcome
users by name, make private recommendations, launch
alert e-mail to about their most recent offers etc
khan et al., 171
Correlations
Interactivity Customization Responsiveness Brand Image Risk Privacy Satisfaction
Interactivity
Trust
1
Customization
.650**
1
Responsiveness
.583**
.738**
1
Brand Image
.285**
.360**
.587**
1
Risk Privacy
.317**
.274**
.267**
.273**
1
Satisfaction
.605**
.772**
.739**
.483**
.326**
1
Trust
.393**
.663**
.563**
.503**
.335**
.694**
1
**. Correlation is significant at the 0.01 level (2-tailed).
Coefficients
Standardized
Unstandardized Coefficients
Model
1
B
(Constant)
Std. Error
Coefficients
Collinearity Statistics
Beta
t
Sig. Tolerance
.472
.638
VIF
.170
.360
-.106
.089
-.114
-1.196 .235
.535
1.869
Customization
.686
.125
.624
5.475 .000
.377
2.652
Responsiveness
-.037
.112
-.041
-.330 .742
.324
3.084
Brand Image
.300
.089
.299
3.372 .001
.623
1.606
Risk Privacy
.134
.078
.130
1.717 .089
.860
1.163
Interactivity
a. Dependent Variable: Trust
(Fung, 2008). E-banks offers personalizes services to
construct loyalty as they can mechanically follow with the
help of internet individual client services practice and
information of their data base (Mols, 2000).
Perceived security risk
According to (Aldas-Manzano, Ruiz-Mafe, Sanz-Blas, &
Lassala-Navarre, 2011)security, privacy is one of the key
factor which influence the loyalty in case of online
banking and banks needs to keep personal data of
customers confidential to reduce the security concerns in
the process of transaction.
(Rotchanakitumnuai & Speece, 2003) states that
Internet-based services have obstacles like issue of trust
which is due to the security concerns, system risk and
low reliability of transaction.
(Ankit, 2011) states that privacy and security
apprehension are the major factors that strongly
172 Glo. Adv. Res. J. Manage. Bus. Stud.
influence the overall satisfaction level in online banking.
Security and Privacy Concern is another factor in online
banking. The factor of trust in this case is the security of
transaction for consumers and the acceptability rate of
the alternative delivery channel that is online (Ankit,
2011).
(Rayport & Jaworski, 2004) defines security as the
ability of system to avoid illegal or improper use of its
information and to discourage cyber-criminals and
hackers. Perceived risk in e-banking is defined as the
possibility for loss in the search of a desired outcome of
using e-banking services.
(Jamal & Naser, 2002) suggests that perception of
security risk connected with performing financial dealings
over the Internet actually creates barrier in the adaptation
of Internet banking.
Responsiveness
Responsiveness refers to rapid response to customer
requirements, the pace in solving customer problems,
and on time services. Responsiveness level is a
necessity for enlargement of loyal customer base as this
factor is strongly relates to the overall services quality
(Yang, Jun, & Peterson, 2004). Responsiveness is the
willingness of service providers to assist customers and
provide on time service (Han & Baek, 2004).
The main focus in responsiveness is on response pace
or time. For users, responsiveness is direct
communication as the result of e-mail or inquiry which
relates to how speedily marketers react to consumers
demand or questions. The quicker the answer, greater is
the perception of interactivity. Responsiveness is
connected to rightness and correctness of information.
Quick response to consumers demand will be considered
as timely information to the consumer (Suki, 2011).
Responsiveness relates to capability, courtesy,
customer service, communication and problem-handling
(Wu, Tao, & Yang, 2012). One of the trust’s building sign
is responsiveness which can express trustworthiness in
online business to customers (Corritore, Beverly, &
Wiedenbeck, 2003).
Mr. Suki finally concludes that responsiveness does
influence the relationship in case of commerce (Suki,
2001). Responsiveness directly leads to satisfaction and
this is because customers are more concerned with the
honesty of the provider (Lee T. M., 2005). According to
Wilson and Gremler, responsiveness has a positive effect
on satisfaction but on the other side this may influence
negatively if customers feel that they are bombarded with
company e-mails and offers (Wilson, Zeithaml, Bitner, &
Gremler, 2000).
Responsiveness is one of the quality factors in online
business which leads to trust building (Lee & Lin, 2005).
People place extra faith in a service provider if aid is
willingly presented, as a result responsiveness influence
trust (Corritore, Beverly, & Wiedenbeck, 2003).
The future penetration of e-banking depends on the
proactive approach and increasing responsiveness of the
website. The access to the financial services is at time
not suited to the computerized service providers so the
development of website that is highly responsive is
important (Loonam & Loughlin, 2008).
Brand image
Low and Lamb defines brand image as the emotional
perception consumers attach to a specific brand (S. Low
& W. Lamb Jr, 2000).
It is further stated that brand image has positive relation
with customer satisfaction and loyalty which strongly
influence the consumer attitude towards a product or
service (Ogba & Tan, 2009).
A strong image leads to better customer satisfaction.
Brand image of the service provider do influence
customer relationships in case of online business (Suki,
2011). Building brand image require conveying innovation
in the brand quality and perception for keep hold of the
customers.
(S. Low & W. Lamb Jr, 2000) states that consumer
focus on that service or product which is branded as
compare to unfamiliar product or service. According to
(Hinson, Owusu-Frimpong, & Dasah, 2010) building a
brand means building total experience.
(Martínez & M. Pina, 2003) suggests that brand image
connects multi-dimensions as it represents an important
outlook and outlook of marketing activities with its
variation and connection to conceptualization.
Customer satisfaction
According to (Pavlou, 2003) customer satisfaction is
ancestor of trust. (Singh & Sirdeshmukh, 2000) suggests
that the clients post-trust level is affected by the height of
pleasure.
When a transaction is made customer experience
different reactions which affects their level of satisfaction.
In case of online services satisfaction, it is the basic
performance variable affecting customer perception
related to commerce (Yeh & Li, 2009). Online satisfaction
can also be defined as the customer contentment with
respect to his/ her past purchasing experience in online
environment (Anderson & Srinivasan, 2003).
Customer satisfaction is extremely known for its vital
function in building customer faithfulness (Jamal & Naser,
2002). (Jayawardhena & Foley, 2000) suggests features
like download speed, content, plan, interactivity,
navigation, security are vital for the development of
customer satisfaction in online business.
khan et al., 173
It is important for a firm to understand the association
among satisfaction and loyalty in the online surroundings
to wok accordingly, for example the firm finds that loyalty
is linked with enlarged satisfaction; it will work on
increasing satisfaction level (Shankar, Smith, &
Rangaswamy, 2003).
This risk affects the level of trust in online banking. The
more experience the person is in using online banking,
the more informative they are so risk will be less and trust
will be more (Mukherjee & Nath, 2003).
THEORETICAL FRAMEWORK
Trust
Internet creates an extraordinary opportunity for
electronic business and trust is measured a key barrier in
building customer relations. Construction of trust in ecommerce is hard because of protection fear. Consumers
feels self-doubt in doing business dealings without
personal dealings (Yeh & Li, 2009).
Online trust is defined as the relationship of the
individual person with specific transaction or informational
website. Trust is considered as a key factor in the
success of on-line business. The web designers,
developers, consultant marketers all argue that the trust
in person–website connections is the most vital factor in
the success of the online business (Corritore, Beverly, &
Wiedenbeck, 2003).
Online and offline trust have few things in common and
one of them is the exchange. In both the cases fear, risk
associated, complexity and cost limits the exchange to
take place but the corporation, coordination and
harmonization enhances the exchange to take place. The
interaction rule in both the surroundings remains the
same. The offline trust research relates to the online trust
as in both the environment the absence of trust create
risk, fear and complexity. In offline environment trust is
asset that creates coordination and cooperation; same is
the case in the online environment. Here website
represents internet technology for business, the
interaction between person and site or the backend
people behind the website. In online business website
acts as sales person as well as storefront (Corritore,
Beverly, & Wiedenbeck, 2003).
Trust is considered as one of the most important factor
in online banking from consumer’s point of view
(Benamati & Serva, 2007). (Chae & Kim, 2003) suggests
that faith is the main aspect for accomplishment in eenvironment. Trust in online banking relates to the
security in transaction from the customers and the
acceptance of alternative channel that is online (Rayport
& Jaworski, 2004).
In case of online banking the customer trust is dynamic
rather than stationary, it changes from instance to
instance because there is no face to face interaction, so
building trust is difficult but once the trust is built it
continue (Chung & Kwon, 2009).
The problem of trust exits because financial dealings
involves threat which stands true in case of e-banking,
where bank and client are actually separated, relationship
is hard to build plus cyber laws are not clearly defined.
Interactivity: The degree to which a person perceives the
controls over the interface process (Wu G. M., 2000).
Customization: Making a website 11more responsive to
the unique and individual needs of each user (Cingil,
Dogac, & Azgin, 2000).
Responsiveness: Willingness of service providers to
assist customers and provide on time service (Han &
Baek, 2004).
Brand Image: The emotional perception consumers
attach to a specific brand (S. Low & W. Lamb Jr, 2000).
Security Risk: The ability of system to avoid illegal or
improper use of its information and to discourage cybercriminals and hackers (Rayport & Jaworski, 2004).
Customer Satisfaction: Customer contentment with
respect to his/ her past purchasing experience in online
environment (Anderson & Srinivasan, 2003).
Trust: Relationship of the individual person with specific
transaction or informational website (Corritore, Beverly, &
Wiedenbeck, 2003).
METHODOLOGY
Sample selection
A sample size of 100 will be exercised, which will include
male and female population from Islamabad and
Rawalpindi. To obtain accurate and clear-cut information,
the population area for our research will be limited to the
institutions present in Islamabad and Rawalpindi only.
This will be a basic, quantitative research based on
calculations by evaluating the public perspective. The
research will be conducted through Surveys.
Questionnaire will be employed to gather the required
information from all variables handled.
CONCLUSION
This research examines the factors that influence
customer satisfaction and trust in online banking. The
study shows that that satisfaction in online banking is not
significantly influenced by interactivity where as
satisfaction in online banking is influenced by factors
such as customization, responsiveness, brand image and
risk privacy. The findings also shows that users’ trust in
online banking is affected by their satisfaction level. Align
with past studies, satisfaction is an important determinant
of customer trust (Chae, Kim, Kim and Ryu, 2002; Li and
174
Glo.
Adv.
Res.
J.
Manage.
Bus.
Stud.
Yeh, 2009; Yeh and Li, 2009).
FUTURE RESEARCH/SCOPE/
LIMITATIONS OF THE STUDY
IMPLICATION
AND
As we had shortage of time so we covered only a small
geographical area. Moreover sample size was not too
much large due to cost issue. It is documented that this
convenience sample, in its demographic limitations,
would place limitations on the overview of the results of
this study to other geographic regions or to the general
population. Another main inadequacy of the study is the
impending for widespread source biases (Podsakoff,
2003), which explains that normally one questionnaire is
used for the study. We just studied the effect of five
variables on the dependent variable. Furthermore the
moderating affect of different variables could also impart
in the future researches. This study is conducted in the
Pakistani market context further more this study was
conducted in banking sector. Future research can be
conducted by other sampling technique like probability
sampling technique such as stratified. The bigger the
geographic region included in this type of research, the
more representative the result will be. Future research
may be conducted in the other sector like hotels and
other services sectors. Scope of this study is limited
because the result may differ in other cultures because of
this the study could not implement in other areas.
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